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Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
Putting the Citizen Back Into Citizen-Centric
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Putting the Citizen Back Into Citizen-Centric

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An introduction to service design concepts, tools and deliverables for public servants and others interested in improving the citizen experience.

An introduction to service design concepts, tools and deliverables for public servants and others interested in improving the citizen experience.

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  • 1. Putting the Citizen Back Into Citizen-Centric How Service Design Can Save You Headaches & Delight the Public Friday November 26, 2010 Jess McMullin CENTRE FOR CITIZEN EXPERIENCE jess AT ctzn.ca | 780.709.9396 | citizenexperience.com
  • 2. CENTRE FOR CITIZEN EXPERIENCE THANKS FOR YOUR TIMETODAY http://www.flickr.com/photos/-imax-/4759877703
  • 3. CENTRE FOR CITIZEN EXPERIENCE INTRODUCTIONS
  • 4. A little bit about the Centre
  • 5. CENTRE FOR CITIZEN EXPERIENCE YOUR TURN
  • 6. CENTRE FOR CITIZEN EXPERIENCE ATALE OF ELEVATOR FAILURE... http://www.flickr.com/photos/tatejohnson/
  • 7. CENTRE FOR CITIZEN EXPERIENCE NO ONE WANTS A 1/4” DRILLBIT. NO ONE EVEN WANTA 1/4” HOLE.... http://www.flickr.com/photos/dinnerwithkev
  • 8. CENTRE FOR CITIZEN EXPERIENCE THEYJUSTWANTTO HANG A PICTURE. http://www.flickr.com/photos/michale/80671218
  • 9. CENTRE FOR CITIZEN EXPERIENCE GOVERNMENTISJUSTA BIG DRILLBIT...NO ONE WANTS ITFOR ITSELF.
  • 10. CENTRE FOR CITIZEN EXPERIENCE GOVERNMENT= PROGRAMS & SERVICES http://www.flickr.com/photos/rideact/4596839593
  • 11. CENTRE FOR CITIZEN EXPERIENCE HOW TO IMPROVE? BE CITIZEN-CENTRIC
  • 12. CENTRE FOR CITIZEN EXPERIENCE THE PROBLEMS WITH CITIZEN-CENTRIC TODAYhttp://www.flickr.com/photos/tanj/360027659
  • 13. CENTRE FOR CITIZEN EXPERIENCE ACCOUNTABILITYFOR SERVICE, ON RAMPS AND OFF RAMPS http://www.flickr.com/photos/beglen
  • 14. CENTRE FOR CITIZEN EXPERIENCE WHO CAN HELP? CITIZEN ENGAGEMENT SERVICE INNOVATORS
  • 15. CENTRE FOR CITIZEN EXPERIENCE TOOLBOX http://www.flickr.com/photos/nadya
  • 16. CENTRE FOR CITIZEN EXPERIENCE SERVICE DESIGN
  • 17. CENTRE FOR CITIZEN EXPERIENCE CONCEPTS TOOLS & OUTPUTS EXERCISES GETTING STARTED
  • 18. CENTRE FOR CITIZEN EXPERIENCE CONCEPTS
  • 19. CENTRE FOR CITIZEN EXPERIENCE SO WHATIS A SERVICE? http://www.flickr.com/photos/childofwar
  • 20. CENTRE FOR CITIZEN EXPERIENCE CITIZENS http://www.flickr.com/photos/procsilas
  • 21. CENTRE FOR CITIZEN EXPERIENCE CHANNELS http://www.flickr.com/photos/eridius/
  • 22. CENTRE FOR CITIZEN EXPERIENCE TOUCHPOINTS www.flickr.com/photos/epsos
  • 23. CENTRE FOR CITIZEN EXPERIENCE INTERACTIONS http://www.flickr.com/photos/dm-set
  • 24. CENTRE FOR CITIZEN EXPERIENCE DEFINING MOMENTS http://www.flickr.com/photos/adrianclarkmbbs
  • 25. CENTRE FOR CITIZEN EXPERIENCE FRONTSTAGE http://www.flickr.com/photos/49676009@N06
  • 26. CENTRE FOR CITIZEN EXPERIENCE BACKSTAGE http://www.flickr.com/photos/uglynoid
  • 27. CENTRE FOR CITIZEN EXPERIENCE SUPPORT http://www.flickr.com/photos/rene-germany
  • 28. CENTRE FOR CITIZEN EXPERIENCE EVIDENCE http://www.flickr.com/photos/uberculture
  • 29. CENTRE FOR CITIZEN EXPERIENCE TOOLS
  • 30. CENTRE FOR CITIZEN EXPERIENCE ETHNOGRAPHY http://www.flickr.com/photos/eyeliam
  • 31. CENTRE FOR CITIZEN EXPERIENCE DIARY STUDY http://www.flickr.com/photos/paalia
  • 32. CENTRE FOR CITIZEN EXPERIENCE DIGITALETHNOGRAPHY http://www.flickr.com/photos/debbie_sonberg
  • 33. CENTRE FOR CITIZEN EXPERIENCE CODESIGN
  • 34. CENTRE FOR CITIZEN EXPERIENCE VISUALTHINKING
  • 35. CENTRE FOR CITIZEN EXPERIENCE CONCRETE ARTIFACTS
  • 36. CENTRE FOR CITIZEN EXPERIENCE PERSONAS
  • 37. CENTRE FOR CITIZEN EXPERIENCE CUSTOMERJOURNEY
  • 38. CENTRE FOR CITIZEN EXPERIENCE
  • 39. CENTRE FOR CITIZEN EXPERIENCE MAYA DESIGN
  • 40. CENTRE FOR CITIZEN EXPERIENCE UKCABINETOFFICE
  • 41. CENTRE FOR CITIZEN EXPERIENCE BUSINESS ORIGAMI
  • 42. CENTRE FOR CITIZEN EXPERIENCE
  • 43. CENTRE FOR CITIZEN EXPERIENCE
  • 44. CENTRE FOR CITIZEN EXPERIENCE
  • 45. CENTRE FOR CITIZEN EXPERIENCE
  • 46. CENTRE FOR CITIZEN EXPERIENCE
  • 47. CENTRE FOR CITIZEN EXPERIENCE
  • 48. CENTRE FOR CITIZEN EXPERIENCE
  • 49. CENTRE FOR CITIZEN EXPERIENCE
  • 50. CENTRE FOR CITIZEN EXPERIENCE
  • 51. CENTRE FOR CITIZEN EXPERIENCE
  • 52. CENTRE FOR CITIZEN EXPERIENCE
  • 53. CENTRE FOR CITIZEN EXPERIENCE
  • 54. CENTRE FOR CITIZEN EXPERIENCE
  • 55. CENTRE FOR CITIZEN EXPERIENCE
  • 56. CENTRE FOR CITIZEN EXPERIENCE SERVICE INVENTORY
  • 57. CENTRE FOR CITIZEN EXPERIENCE
  • 58. CENTRE FOR CITIZEN EXPERIENCE SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
  • 59. CENTRE FOR CITIZEN EXPERIENCE SWIMLANES
  • 60. CENTRE FOR CITIZEN EXPERIENCE EXPERIENCE STRATEGY
  • 61. CENTRE FOR CITIZEN EXPERIENCE EXERCISES
  • 62. CENTRE FOR CITIZEN EXPERIENCE 3 QUESTIONS 1) Who is that citizen at the centre of oureffort? 2) What is theirexperience like? 3) How can we serve them better?
  • 63. CENTRE FOR CITIZEN EXPERIENCE Q. WHO IS THATCITIZEN ATTHE CENTRE?
  • 64. CENTRE FOR CITIZEN EXPERIENCE PERSONAS
  • 65. CENTRE FOR CITIZEN EXPERIENCE PERSONA WORKSHEET Quote
  • 66. CENTRE FOR CITIZEN EXPERIENCE 1. Spread out the photos in the photo packet. Choose one. 2. Fill in the blanks, easiest to hardest 3. E.g. What is their role (Mom, Banker, Resident) 4. What are their demographics? (Age, income, occupation, family status, location) 5. How comfortable are theywith specific channels? How comfortable are theywith domain knowledge? What other factors determine success? How are theywith those? Grade them (low on the left) 6. Now start to colorin the persona as a real person. What’s their name? What’s their background? 7. What are their three most important short term goals? 8. What are key long term goals? 9. What are two scenarios or situations that they are involved with your organization? 10. If you could capture the essence of this person & their needs in a quote, what would that quote say? PERSONA INSTRUCTIONS
  • 67. CENTRE FOR CITIZEN EXPERIENCE DISCUSSION
  • 68. CENTRE FOR CITIZEN EXPERIENCE Q. WHAT IS THEIR EXPERIENCE LIKE?
  • 69. CENTRE FOR CITIZEN EXPERIENCE CUSTOMERJOURNEY
  • 70. CENTRE FOR CITIZEN EXPERIENCE CUSTOMER JOURNEYELEMENTS Steps in the process Touchpoints & Interactions Defining Moments WebPhoneInPerson
  • 71. CENTRE FOR CITIZEN EXPERIENCE DISCUSSION
  • 72. CENTRE FOR CITIZEN EXPERIENCE Q. HOW CAN WE SERVE THEM BETTER?
  • 73. CENTRE FOR CITIZEN EXPERIENCE SERVICE BLUEPRINT MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
  • 74. CENTRE FOR CITIZEN EXPERIENCE BLUEPRINTELEMENTS Citizen Actions FrontstageBackstageSupportEvidence What do they see or hear that lets them know about the service? Our actions & activities Actions
  • 75. CENTRE FOR CITIZEN EXPERIENCE DISCUSSION MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
  • 76. CENTRE FOR CITIZEN EXPERIENCE GETTING STARTED
  • 77. CENTRE FOR CITIZEN EXPERIENCE GOVERNMENT IS GOVERNMENT IS GOVERNMENT http://www.flickr.com/photos/eduardozarate
  • 78. CENTRE FOR CITIZEN EXPERIENCE
  • 79. CENTRE FOR CITIZEN EXPERIENCE THE CHALLENGE OF OWNERSHIP OF CROSS- CHANNELSOLUTIONS http://www.flickr.com/photos/79286287@N00
  • 80. CENTRE FOR CITIZEN EXPERIENCE ME PLUS ONE http://www.flickr.com/photos/lrargerich
  • 81. CENTRE FOR CITIZEN EXPERIENCE PARTNER PILOT PUBLICIZE http://www.flickr.com/photos/pasukaru76
  • 82. CENTRE FOR CITIZEN EXPERIENCE THANKS AGAIN QUESTIONS? Jess McMullin CENTRE FOR CITIZEN EXPERIENCE jess AT ctzn.ca | 780.709.9396 | @jessmcmullin | citizenexperience.com * Stayin touch!

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